Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand

Abstract

This study was conducted from the strategic marketing perspective to test the impact of brand relationship types on brand loyalty. We also test three path effects of brand love and brand trust. Data were collected from three metropolitan customers who use tablet PCs. We obtained 383 valid samples, giving a valid response rate of 89%. Data analysis was performed with SmartPLS2.0 and SPSS 23.0 to test the proposed model. The results indicate that an expressive brand relationship significantly predicts brand trust and brand loyalty. In turn, brand trust has a positive influence on brand love, while brand awareness and brand love influence attitudinal and behavioral loyalty. Expressive brand relationship has two indirect mediating affects via brand trust and brand love, which influence brand loyalty. Finally, we suggest managerial implications and directions for future research.

Predicting the Relationships Between Narrative Transportation, Consumer Brand Experience, Love and Loyalty in Video Storytelling Advertising

“…Their study has confirmed the positive relationships between brand experience and brand love ( β = 0.30), and brand love and brand loyalty ( β = 0.70) (Bıçakcıoğlu et al, 2018). Our data concurred with existing research (Zhang et al, 2020) and reported similarly high coefficients between brand love and loyalty, but we further explored if the relationships remain the same in attitudinal and behavioural brand loyalty by examining the multidimensionality of brand love (Ong et al, 2018). Brand love was found in our study to influence consumers’ brand preference and future purchase intention (i.e., behavioural brand loyalty) more than their intention to recommend to others, despite its premium price (i.e., attitudinal brand loyalty) (Huang, 2017; Zhang et al, 2020).…”

“…Our data concurred with existing research (Zhang et al, 2020) and reported similarly high coefficients between brand love and loyalty, but we further explored if the relationships remain the same in attitudinal and behavioural brand loyalty by examining the multidimensionality of brand love (Ong et al, 2018). Brand love was found in our study to influence consumers’ brand preference and future purchase intention (i.e., behavioural brand loyalty) more than their intention to recommend to others, despite its premium price (i.e., attitudinal brand loyalty) (Huang, 2017; Zhang et al, 2020). Because brand love is an important determinant of brand management strategies (Bıçakcıoğlu et al, 2018), our findings also help understand ad-induced brand experience and its effects on creating brand love and brand loyalty to foster strong brand equity.…”

“…We also postulated that brand love culminates in brand loyalty (Huang, 2017). Existing marketing literature has often defined brand loyalty as either attitudinal or behavioural (Zhang et al, 2020). The attitudinal brand loyalty refers to when consumers have intention to purchase and recommend the brand to others, in spite of its premium price, while the behavioural loyalty refers to when consumers prefer the brand and are willing to purchase in the future (Huang, 2017; Zhang et al, 2020).…”

“…Existing marketing literature has often defined brand loyalty as either attitudinal or behavioural (Zhang et al, 2020). The attitudinal brand loyalty refers to when consumers have intention to purchase and recommend the brand to others, in spite of its premium price, while the behavioural loyalty refers to when consumers prefer the brand and are willing to purchase in the future (Huang, 2017; Zhang et al, 2020). Ample marketing literature has supported that brand love positively predicts brand loyalty (Zhang et al, 2020); therefore, we proposed the following RH3: RH3: Brand love positively predicts consumer brand loyalty. RH3-1: Consumer brand love positively predicts their attitudinal brand love. RH3-2: Consumer brand love positively predicts their behavioural brand love. …”

The Effect of Brand Credibility, Brand Image and Customer Satisfaction on Behavioural Intentions in Traditional Medicine Market

“…Earlier authors provided the scale items of the variables of the study. The indicator items of credibility were from Erdem and Swait (2004), image from Yoo, Donthu and Lee (2000) and Gil, Andrés and Salinas (2007), satisfaction from He, Li and Harris (2012) and Delgado-Ballester and Munuera-Alemán (2005) and behavioural intentions from Zeithaml et al (1996), Zhang et al (2020) and Netemeyer et al (2004). The research assistants distributed the questionnaires to the customers who were leaving the herbal stores after purchases using a systematic sampling technique.…”